Abstract
ABSTRACTInitially conceived as a cloth for the identification of children of the deceased within the traditional Yoruba cultural milieu, aso-ebi has undergone wider usage in all social events by friends, associates, social clubs and groups. This article examines the commodification of this cultural product and its implication for social relations. Data for this study were collected among residents in Ibadan North Local Government area. While the intended functions of aso-ebi remain a show of love, identification, solidarity and social bonding, its commodification has a significant effect on social relations. The decision to purchase it is anchored in the principles of solidarity and reciprocity. The unfulfilled obligation of solidarity leads to conflict, because of non-attendance at social events and the unequal treatment of party attendees. Those lacking the financial power to purchase aso ebi are excluded in the distribution of souvenirs. Among the unintended consequences are social exclusion, embarrassment, withdrawal from group participation, conflict and other forms of social pain including feelings of hurt. The commodification of aso ebi, therefore, holds the key to frustrating the bonding and social relationships that were intended.
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